The Press

Brand new honour for top spread

- TimNewman

Nelson’s favourite peanut butter makers have been named as the top pick of New Zealand’s most respected brands.

Pic’s Peanut Butter usurped Whittakers to take out the top spot in the second round of Opinion Compare’s Brand Reputation Index results.

The Brand Reputation Index measures a range of different factors, such as brand love, quality, purpose and longevity to identify the most respected brands in the country.

Earlier in April, Opinion Compare conducted research on 48 different brands, with Whittakers being ranked number one on the leaderboar­d.

Opinion Compare chief executive Gavin Male said this time around they had added a further 13 brands. ‘‘We’re not surprised they came in high, but it was a surprise that they got the number one spot,’’ Male said.

Pic’s global head of marketing, Nikki Neate, was thrilled at the result.

‘‘It feels very fancy, and it makes for a pinch yourself moment when you see who else is listed, given Pic started with a dream and a concrete mixer 13 years ago,’’ she said.

‘‘We are a proud bunch of peanut butter makers, from Nelson, who love what we do, our customers and our community. Big love to everyone who has got us here.’’

Aside from Pic’s, there were some major shifts in the leader board in the post-Covid period.

Watties and NZ Post leapt from the 20s in April to place third and fifth respective­ly.

On the flip side, Mitre 10 fell from second to 10th place, Earthwise from third to 16th, and Pak ’n Save tumbled from fourth to 13th.

Opinion Compare’s Brand Reputation Index Top 10:

Pic’s Peanut Butter 1, Whittakers 2, Watties 3, Air New Zealand 4, New Zealand Post 5, Edmonds 6, Tip Top Ice Cream 7, Trade Me 8, Dettol 9, Mitre 10 10.

 ?? BRADEN FASTIER/ STUFF ?? Founder of Pics Peanut Butter, Pic Picot, started the company from humble beginnings in 2007.
BRADEN FASTIER/ STUFF Founder of Pics Peanut Butter, Pic Picot, started the company from humble beginnings in 2007.

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